June 19, 2026 Global Marketing & Branding News. Today’s issue selected by Soulpapa Marketing.
Read original (markets.businessinsider.com) →
As funnel stage distinctions blur, budget allocation and messaging strategy benchmarks shift
The AdRoll Q2 2026 report confirms a 48% decline in prospecting CPM. The nearly 50% drop in the cost of reaching new audiences signals an opportunity to reconsider budget allocation logic that had previously prioritized lower-funnel focus for cost efficiency.
Marketers are no longer confining retargeting to conversion-stage tactics, but redesigning it as part of a full-funnel strategy spanning awareness to conversion. As the boundary between upper-funnel and lower-funnel is substantively eroding, the validity of planning the two domains separately and allocating budgets in silos is diminishing.
The very benchmark for campaign structure design is shifting. Rather than dividing awareness, interest, and conversion into independent stages and allocating budgets separately, a more pragmatic approach is treating the audience’s entire journey as a continuous flow and designing messaging accordingly.
This article is excerpted from June 19, 2026 Brand Marketing Issues/News. Check Soulpapa Marketing’s daily curated marketing news briefing.
Frequently Asked Questions
If prospecting CPM has dropped 48%, how should we reallocate the budget that was previously concentrated on lower-funnel?
With new audience reach costs dropping by nearly half, it’s now possible to reconsider moving some of the budget that was heavily concentrated in the lower-funnel due to cost efficiency toward the upper-funnel. Rather than dividing awareness, interest, and conversion into separate stages and splitting budgets, a more realistic approach now is to treat the audience’s entire journey as a continuous flow and allocate budgets in an integrated manner.
What does redesigning retargeting as a full-funnel strategy concretely mean in practice?
Previously, retargeting was leveraged solely as a conversion tool in the pre-purchase stage, but now the campaign structure itself is shifting to integrate retargeting into messaging design spanning from awareness to conversion stages. As the boundary between upper-funnel and lower-funnel substantively dissolves, the validity of planning the two domains as separate campaigns and organizing them traditionally is diminishing.
Insights from Soulpapa Marketing — Korea’s digital marketing agency.
Original Korean article: https://soulpapa.co.kr/2026/06/19/news-2026-06-19-%ed%94%84%eb%a1%9c%ec%8a%a4%ed%8e%99%ed%8c%85-cpm-48-%ed%95%98%eb%9d%bd-%eb%a7%88%ec%bc%80%ed%84%b0%eb%93%a4%ec%9d%b4-%eb%a6%ac%ed%83%80%ea%b2%8c%ed%8c%85%ec%9d%84-%ed%92%80%ed%8e%80/
